Turning satisfied customers into genuine brand advocates is always valuable, but it’s becoming increasingly critical. We’re seeing a shift in consumer behaviour – people trust recommendations from peers far more than traditional advertising. In 2026, simply having happy customers won’t cut it; we need to actively cultivate advocacy. It’s about moving beyond satisfaction to fostering emotional connections and providing opportunities for customers to share their positive experiences.

Here’s how Australian SMEs can build a powerful advocacy program:

• Prioritise proactive service recovery: Issues *will* happen. It’s how you resolve them that matters. Don’t wait for complaints; actively seek feedback and address concerns before they escalate. A swift, empathetic response can turn a negative experience into a loyalty-building moment. This is especially important as expectations around responsiveness continue to rise.
• Implement a referral program with genuine rewards: Forget generic discounts. Think about rewards that align with your brand and genuinely appeal to your target audience. Exclusive experiences, early access to new products, or a charitable donation in the referrer’s name can be far more effective.
• Leverage User Generated Content (UGC): Encourage customers to share their experiences – photos, videos, reviews – on social media. Reposting and featuring UGC not only provides social proof but also makes customers feel valued and recognised. Run contests or offer small incentives to boost participation.
• Build a community: Create a space – a Facebook group, online forum, or even a regular email newsletter – where customers can connect with each other and with your brand. This fosters a sense of belonging and encourages ongoing engagement.

We anticipate that by 2027, personalised experiences will be table stakes. Advocacy programs need to reflect this. Segment your customer base and tailor your advocacy efforts accordingly. For example, high-value customers might receive exclusive invitations to events or beta testing opportunities.

Ultimately, turning customers into advocates isn’t about trickery or manipulation. It’s about building genuine relationships and consistently delivering exceptional value. Start by mapping out your customer journey and identifying key touchpoints where you can proactively encourage advocacy. Your next step should be to audit your current customer experience and pinpoint areas for improvement – focusing on those moments that can transform satisfaction into enthusiastic endorsement.